Marketers Need to Invest in Detailed Geo Targeting Now

| April 16, 2020

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Geo targeting is the most under-utilised targeting element available to marketers today, giving a huge opportunity to brands that invest time and money in smarter geo targeting. Most advertising platforms now allow for detailed geo targeting – often down to a zip code/postcode or even to GPS coordinates. Yet it is amazing how few advertisers are consciously investing effort in this area. Audience targeting/ retargeting (via cookies) has dominated online display advertising and is now under threat from legislation and the end of third party cookies. Targeting in search and demographic targeting in logged in social networks attract huge spends. With the end of cookies it has been contextual targeting getting the most attention. This has relegated geo targeting down the list in terms of investment and understanding. This is a mistake as in fact it has many benefits, and to succeed advertisers need to understand how it impacts their business.

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The Mezzanine Group

The Mezzanine Group is a business-to-business (B2B) marketing company. We build B2B lead generation machines and help companies accelerate revenue growth through effective sales and marketing. We've helped over 250 businesses over the last 15 years in emerging and mature industries, typically increasing lead generation by 30 - 100%. We're known for our B2B expertise, systematic approach, strategic thinking and execution excellence.

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Spotlight

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